The #2 Website Redesign Mistake

We gave you our #1 Mistake, now let’s talk about #2:

Replacing your whole website instead of just fixing what is broken.

Let me give you an example of what I mean: We can only park 1 car in our garage because we have so much stuff stored in it.  Plus, our garage door opener sometimes works and sometimes doesn’t. Winter is coming and we need to get both cars in the garage.  What do we do?

1. We can tear down the garage and build a new bigger, better garage.  This way we can re-design it with more space to accommodate both our expanding stuff and the cars, and since everything will be brand new, no more problems with the garage door opener!
2. We can clean out the garage so we can park both cars in there this winter and replace the garage door opener.

What would you do?  Replace it or fix it?

Replace Your Website or Fix It?

The same is true for your website.   When you have problems with your website, whether website conversion or usability, you have a choice.  You can replace your whole website or you can fix your current one.

Problems such as a new graphical look, more compelling home page, reorganization of product categories (or sub-categories), more persuasive content, can usually be handled without scrapping your current site.   These problems and many others can be accomplished through a rigorous website testing then fixing program.

How To Test and Fix Your Website

Fixing your site involves website testing, web analytics, and usability, but primarily testing. We normally perform a full website evaluation in an effort to uncover your website’s conversion and usability issues.

Using your analytics program (such as Google Analytics) we determine which of your website’s pages are not converting as well as they could.  Pages are then selected for testing.

Next we create a new version of the current page.  We add a new image; change colors or buttons; or write a more persuasive product descriptions or call to action. Then we test the current version of the page against the new version.

Finally we set up the test in Google Website Optimizer. During the test, some of your visitors will see the current page and some will see the new page. Conversion events are identified prior to the test. Each conversion event is treated like a “vote” for a particular page.

The test results will show you which page converted more of your visitors, the current page or the new one.

You can stop the test at any time, but if possible it’s best to wait for enough conversion events to indicate a clear statistical winner. If the new page increases your conversion rate you replace your current page with the new page.  You can either continue to test the new page, making changes to improve its conversion rate even more, or, if you’re satisfied with the results, you can move on and test a different page.

A Site Designed by Your Visitors

Combining web analytics and a desire to continually improve your website with a  rigorous test and fix program will increase the usability of your website and improve your conversion rates. With a test and fix process, your visitors are in effect picking the design that works best for them – whether it’s meeting their needs more effectively, making your site easier to use, use of more engaging language or better use of color. The result for you will be a higher conversion rate, which translates into more leads, more sales, and more revenue; a win-win situation for you and your customers.

Is Testing and Fixing Right for Every Situation?

Are there times when a test and fix program doesn’t work?  Yes.  For example: You have outgrown your current shopping cart.  It can no longer handle your volume at peak selling times.  Your website and shopping cart are a package and can’t be separated, so you can’t change your shopping cart without replacing your whole site.

Fix Often and Replace Rarely

It’s a rare problem that requires a complete replacement of your website.  Most problems can be solved by testing and fixing your website.

Want to read more?  The #1 Website Redesign Mistake

Contact us today for a free fix-it consultation.